Polished Man gives the finger to violence against women via By All Means
Polished Man, a charity that raises funding and awareness to help end violence against women and children, has launched its 2022 campaign in partnership with Melbourne creative agency By All Means.
The integrated campaign was created in collaboration with MOFA, Mr Fox and Paul Hermes and is set to roll out across TV, print and out-of-home.
It is the organisation’s ninth year running, with previous iterations of the campaign simply asking people to paint one fingernail blue to raise awareness and start conversation. The latest work takes this message to another level, as participants to raise their finger to violence against women.
To deliver its key messaged, Polished Man has enlisted a team of celebrity ambassadors, including Jock Zonfrillo, Gyton Grantley, Dylan Lewis, Sarah Davidson, Maria Thattil, Travis Cloke and Isaac Smith.
“This is an issue that always demands attention, but in the midst of the catastrophic state of the world, attention is becoming an increasingly scarce resource”, commented Kat Crowley, campaign manager at Polished Man.
“The team at By All Means demonstrated that when it comes to ending violence against women and children, lending your support sometimes just isn’t enough. It’s an issue that requires something a little more overt!”
The funds raised through its annual campaigns are used by Polished Man to support trauma prevention programs through ygap, as well as trauma recovery programs via agencies including the Australian Childhood Foundation, SAMSN, Hagar Australia and McAuley Community Services for Women.
“Cutting through in this category is extraordinarily difficult”, commented Ed Howley, creative partner at By All Means. “If you shock people, they turn away, cover their eyes and pretend they never saw anything. If you’re too light-hearted, they don’t take action. This simple evolution of Polished Man’s famous symbol is just the right amount of both, and we applaud Polished Man for helping us find the equilibrium.”
Credits
Client – Polished Man
Campaign Manager: Kat Crowley
Campaign Manager: Kaitlin Harasym
Senior Graphic Designer: Taryn Yat
Digital Comms & Ambassador Manager: Nikki Mathison
Agency – By All Means
Managing Partner: Mat Cummings
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Creative: Aaron Pepper
Creative: Ash Gotti
Creative: Jacob Redding
Photography: Paul Hermes
Audio Production: Matthew Hadley
Music: NOZU (Chapter Music)
Production Company – MOFA
Director: Bill Bleakley
Executive Producer: Llew Griffiths
Producer: Helen Morahan
Production Mgr: Georgina Hean
DOP: Edward Goldner
1st AD: Isaac Elliot
1st AC: Joel Soh
2nd AC/Data Wrangler: Ashleigh Hammond
Gaffer: Mark Blanch
Sound: Adam Armstrong
Art Dir / Wardrobe: Georgia Crowley
HMU: Renee Grech
Nurse: Carole Snibson
Camera Rental: The Vision House
Post Production – Mr Fox
Post Producer: Clare Lehner & Beck Read
Editor: Drew Moden
Online: Drew Moden
Colourist: Matt Fezz
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